State Of Online Video - TIMA presentation

The State of Online Video and its impact on Your Consumers in 2010 and beyond A Presentation for the Triangle Interactive Marketing Association Glen Caruso Director of Advertising Sales Tremor Media 404 788 2008 [email_address] October 22, 2009

Who is Glen Caruso?
- J. Walter Thompson/NY
Turner Broadcasting – TBS, TNT, SportSouth
The Weather Channel and The Travel Channel
Weather.com
Yahoo!
Disney Internet Group
AOL / Time Warner
MSN/Microsoft
TACODA behavioral Network
Tremor Media online video and rich media network
Exasperating husband
Father of 4 girls

Who is Tremor Media? Tremor Media Achieves Top Spot in Premium Video Views according to comScore New York, NY -- May 13, 2009 – Tremor Media, the leading online video advertising network and provider of the Acudeo video monetization platform, today announced it has reached the highest ranking in terms of premium video views, as well as the number two spot in total video viewers according to comScore’s March Video Metrix Ad Focus report. With 137M unique Internet users and 57MM unique video viewers in its network, Tremor Media is second only to YouTube in reaching video audiences online and is ranked first in delivering scale against premium, non-UGC content. “ Video is one the few digital segments that continues to accelerate in growth, and Tremor Media is one of the leaders in the space in terms of offering enough scale within the premium content that brand advertisers prefer. As video advertising catches up to online video viewers, Tremor is primed for success due to their continuous increase in reach among premium content providers.” -- Deidra Bodkin , VP, Group Media Director and US Ideas Director at ZenithOptimedia.

The Shift from TV to Online Video Spending Has Begun CMOs Continue to Consider Reining in TV Spending – 1/26/09 “ Realtor Century 21… planning to funnel all the cash that it used to spend on TV advertising onto the web…Red Robin Gourmet Burgers is also completely cutting out TV in its 2009 media mix.” TV Marketers Pull Back Upfront Buys: What Happens Next – 2/8/09 “ At Walt Disney’s ABC, upfront orders are “coming in slightly lower than what you otherwise might have expected… seeing a little more holdback in consumer goods and, to a lesser extent, pharmaceuticals, with some strength in some other categories…Some major marketers, led by P&G, have cut their upfront buys by the contractual maximum of 50%, network executives said.” OTC Drugs Head Online – 3/6/09 “… as TV becomes less and less effective in terms of getting people to go to the store and buy a product, targeted direct marketing is going to be increasing its share within our clients’ budgets.” Examples highlighted: Tylenol, Claritin and Alli Reckitt-Benckiser to Shift $20 Million to Web From TV – 3/30/09 “… company plans to shift an estimated $20 million in TV ad dollars to the web for more than 15 of its brands, including Lysol, Air Wick, Mucinex, Finish and Clearasil.” DVR Use Makes Broadband Ads Better for Broadcasters – 4/13/09 “… nearly 60% of the targeted viewers are watching via DVR, and that of this group maybe only 10% watch any ads at all . … only half or so of the intended audience actually see the ads … an advertiser is effectively paying 2x the CPM it thought it was . Broadband video ads, which can’t be skipped, have better targeting and more interactivity, start looking better and better.”

Marketers want video for greater branding power
Consumers find video more compelling than display ads
Publishers want videos for greater revenue potential
Online Video Advertising Spending is Projected to Reach $5.8 Billion by 2013 Premium Content Increased Audience Greater Ad Potential Innovative Ad Formats Increased Revenues Premium Content

Online Video Reaching a Critical Mass Source: Frank M. Magid Study: Magid Media Futures™ 2009: Opportunities In Online Video 77% of the internet audience is watching online video and 43% of Internet Users watch online video weekly

Projected Growth of Online Video Viewership Source: eMarketer, November 2008

Online Video provides Scale against key demographics Men 18-49 Sources: comScore Video Metrix June 09. **Graphs not to scale** Men 18-34 CBS Sports MSNBC Yahoo! Sports ESPN BBE Tremor Media 218 2,470 2,614 2,698 13,079 14,244 Moms 18-49 Women 18-34 Unique Visitors (000) Unique Visitors (i000) Unique Visitors (000) Unique Visitors (i000) CBS Sports ESPN Yahoo! Sports MSNBC BBE Tremor Media 540 4,269 4,614 5,590 22,235 23,993 WebMD iVillage AOL Yahoo! BBE Tremor Media 347 625 4,259 8,424 10,379 12,076 WebMD iVillage AOL Yahoo! BBE Tremor Media 289 575 3,389 7,316 9,475 10,897

Video Platform Agnostic – What is TV Planning Anymore?

TV and Online Video Converging

Television and Online Video Relationship
Online video is a complement to a television buy offering additional reach
An inverse relationship exists between TV viewing and online video viewing as the population groups get older
Users aged 18-34 watch twice as much online video and about 71% as much television per month as users aged 35+
Source: Nielsen A2/M2 Three Screen Report Q4 2008

The Power of Combining TV with Online Video Sight, sound and motion Reach and scale Targeting: Contextual, day-part, geo Purchase metric: CPM & GRPs Measurement: Nielsen (comScore) Verification: Logs/server data Similarities to TV Incremental reach More highly targeted Direct response enabled: click-through on video Real time optimization of ad placement and creative Measurement Interactivity and Engagement Enhancements vs. TV Clearer connection to ROI + Page

Online Video is Expanding to Traditional TV Sets
Recent Headlines from CES and Hollywood:
Netflix strikes a deal to stream movies on new Vizio and LGs by embedding its service directly into the hardware .
This is in addition to web to TV streaming of movie and TV content from Netflix and Amazon already available thru Roku.
MySpace expands to TV sets
Launching a widget that will allow MySpacers to use the ordinary remote control to interact with friends while watching TV. Embedded into Toshiba and other TVs.
Yahoo Back in the Video Game
Y ahoo also recently announced they’re getting back into the video game, launching new online video content in conjunction with TV widgets.
Broadband to TV trend is between web-to- TV service Boxee and Hulu
“ In The Motherhood” online webisodes move to ABC TV primetime!
Page

Online Video Yields Higher Lifts in Brand Metrics Source: Dynamic Logic MarketNorms: data through Q408

The Digital Video Landscape

The Digital Video Landscape Multi-Channels Portals Video Ad Networks Emerging Destinations

Premium Content Examples – Broadcast & Web-Only

Premium Publishers with Online Video Content… Sites monitored by Page

Innovative Online Video Ad Formats Happening NOW! * Currently in development Brand Awareness Traffic Driving Brand Engagement Branded Entertainment vChoice Campaign Showcase Video In Banner vChoice Longform Showcase vChoice Storytelling Rich Media Banner Video In Banner Pre-Roll Click-Through Driving Pre-Roll

Branded Entertainment – Sample Programs Page * Tremor Media Exclusive Socially Awkward Guy Keep It Simple * *

…and offers advertisers a range of unique capabilities and benefits
BRAND NEW: vChoice -- The User-Driven In-Stream Ad Greater engagement / time spent Greater creative flexibility & non-linear storytelling Multiple, non-linear videos in well-lit player environment Supports longer form video where previously not possible Enhanced tracking and reporting Choice and control for a better, more invitational user experience vChoice puts the viewer in control… Teaser Video Menu Button Skip Button Video Selects Skip Button “ We were blown away by the lift in engagement metrics and click through these new formats delivered.”
Dave Martin, VP of Digital Media, Ignited

The vChoice Family Solutions-Focused Ad Formats Campaign Showcase Ideal for showcasing multiple ads for the same campaign Longform Showcase Ideal for branded entertainment or long form videos that live on the advertiser’s web site. Product Showcase Ideal for showcasing product demos, tutorials, or multiple products ads in a single unit vChoice Showcase Units Linear, episodic and serialized User decides how many episodes they view Non-linear, with alternate story paths User decides how the story unfolds vChoice Storytelling Units

Performance: Industry-Leading Metrics & Results 5.31% 87% 3.85% 84% 1.96% 88% 1.08% 72% vChoice results include significant upside in engagement / time spent. Industry Click-Through Rate Completion Rate Entertainment CPG Gaming Telecommunications Video Select Rate 2.07% 1.48% 0.88% 0.20%

Research, Insights, and Report Types available with Online Video partnerships Advanced Campaign Performance Metrics Post Buy Demographics Branding Impact Behavioral Impact Delivery Metrics & Basic Performance Metrics
Client log-in provided for real-time video campaign data
Multiple research and reporting options based on campaign parameters

New Research Studies being Developed for Online Video
GRPs & ROI for Online Video vs. TV
Online Video Branding Effectiveness Online Video in the Marketing Mix
Real Time Demographic Targeting/TV & Online CPM Comparison
Nielsen NetEffects- measures impact of an online campaign with Tremor Media on offline sales for CPG clients – clearer connection to ROI
Traditional Brand Awareness (DL)
Deeper Dive (Comscore)
Proprietary (HomeScan)
Effort Driven by the IAB
Supported by Members & Marketers
Similar to original MIXX studies for online advertising

Thank You

Current Trends in Online Video
Streaming video growth over the past year
Monthly unique video viewers are up 11.5% from February 2008
Number of videos viewed are up 63%
Users watch 110 online videos per month at almost 7 hours
Online Video Viewership
Males 18-34 watch 125 videos for a total of almost 8 hours each month
Females 35-54 have the highest growth rate over last year watching 48% more videos for more than double the amount of time
Content being watched
News (53% of adult users)
Full length television shows, movies, sporting events (44%)
Comedy videos (43%)
Online video ads impact branding
55% lift in online awareness compared to standard units
29% lift in message association compared to standard units
Modest lifts in brand awareness, brand favorability, and purchase intent
Sources: comScore Video Metrix May 09; MarketNorms Data through Q308; eMarketer study: Video Content: Harnessing a Mass Audience, Nov 08

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State Of Online Video - TIMA presentation

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